If you’ve read our last two posts, then by now you know what a PPC campaign is and how to plan it. In today’s post, we study how to set up and structure a PPC account. First, you have to decide over the search engine that you want to advertise on. Out of the famous platforms like Yahoo, Bing and Google, we suggest you start with Google. As everybody knows, Google dominates the search engine market. It has the highest traffic as compared to other search engines. So, you know it is clever to use Google as your platform.
Account Setup
Signup with Google AdWords (https://www.google.co.in/adwords/start/). It is a regular sign up form which costs you nothing, not even your time. In the image below, you will see, you are asked to choose a currency. It stands for the currency in which you’d like to make your payments. Choose an appropriate one, save and continue.
You now have an AdWords account. Let’s move ahead.
Account Structure
A PPC account has levels in which it is organized. It begins with your account, which includes all the campaigns that you run. Campaigns have ad groups, which are broken down to keywords and ad texts.
The list of keywords that you created while planning for the campaign will be put to use now. Choose appropriate keywords from it, bid for those keywords and create relevant ad texts.
For a good structured account, every ad group should be themed firmly. Well, we would love to explain it keeping your business type in mind, but since that is not possible right away; let’s take a broad business example. If say, you sell chandeliers, each ad group will contain keywords and ad texts that best fit your target audience and their buying habits. Create these ad texts for each type of chandelier that you sell and break it down further. The image below will explain you how.
Now, as we move towards the end, there are a few things to be kept in mind.
1) Do my keywords have a high quality score?
The success of your ad depends upon the quality score of your keywords. A high quality score will give your ad a better position. A lower quality score means you need to reform your keywords. Firmly themed keywords make it easier to write relevant ads.
2) What keywords are trending for my site?
Keep a track of keywords that are trending for your site/business. This will keep you updated with what people are searching. Copying these keywords will bring the most number of clicks. Like I said in my last post, keep an eye over your competitor, keywords that worked for them might work for you as well.
3) Target Specific Locations, Time, and Days
When you target specific locations, time and days you have a higher scope of reaching your TG. Depending on who your TG is, their buying habits and general behavior, set particular time and days of the week when you want your ad to be seen.
To conclude, check out this awesome tool (https://support.google.com/adwords/answer/2375449?hl=en) offered by Google AdWords. It lets you organize your campaigns offline and put it up as per your convenience. This tool will add a lot of value to your organization and structuring procedure. Try it out!
While you do all these things, you will come across various faults on your website/ landing page that need to be altered. Look into it and do the required changes before your ads go live. I’m sure you don’t want a disappointed set of visitors.
